A glorious past that is set to continue in the present, a passion that was a winner yesterday and today: this is the concept behind Fiat’s new project to re-launch the Abarth brand.

The punctilious revival of a whole world of emotions, victories, style and symbols that made the scorpion logo the authentic legend that still appeals to motorsports fans. A restyling that starts from absolute respect for a past that cannot be ignored, but is projected into the future. The Abarth logo embodies an approach that contains all aspects of the concept of sportiness, even the most exclusive: this was true in the 1960s, it is true today, and it will be true tomorrow.

The novelty lies in the revival, in a modern key, of all the activities performed in the past by Abarth & C., from racing to prototypes and conversion kits, right down to fashion accessories that reflect the Abarth style.
 

A whole world is emerging around the Abarth logo, underpinned by a number of values which were responsible for its great success in past decades: innovation in design, the use of cutting-edge materials, attention to detail. And behind all this, an authentic passion for motoring, without forgetting the human and technological heritage, or the professional pride of thousands of people, technicians, workers and managers who have worked in the plants, the offices and at race venues over the years. This was why it was essential to involve in today’s project people who had collaborated directly or indirectly with Carlo Abarth in the past.

The understanding between the two brands has shown clearly that industrial collaboration can become a success story, creating a style that communicates determination, the will to overcome obstacles and achieve ambitious objectives. We all remember the small Fiat models which were turned into entertainingly dynamic cars, by Abarth. Real ‘scorpions’, that could sting the passion of thousands of motorists, with the taste of the challenge, speed and Italian styling.

And today that spirit is ready to come back to life in the new Abarth & C, the heart of the Fiat project. A completely reborn company, with Luca De Meo as Managing Director, and headquarters in Chivasso, which aims to revive the feats of the legendary brand, transporting it into today’s reality, ready to take on the challenges of an automotive world that is completely different from the one that Carlo Abarth knew in the glory days. The new company will operate on various fronts: first of all in the racing world, with rallies, single-brand trophies and cars prepared for private customers. Then the commercial field, that will include tuning, i.e. the preparation of racing kits, and finally, with extensive licensing and merchandising activities.

The link with tradition is not just an idea, but tangible and concrete. A real rebirth, that will start with the triumphant return of Abarth activities to the historical premises in Corso Marche, Turin, where the famous ‘Officine Abarth’ will be recreated.